Social Media Marketing Zones

Solution Preview

Marketing Strategy is always based on the brand and what product or services the organization is trying to market or advertise. A marketing strategy has different approaches and different types of strategies to implement. Nevertheless, when we are talking about social media marketing and its zones the execution of advertising comes in two major forms: rational and/or emotional approaches.

Rational Style Advertising approaches to the logic sense of people and that includes:

-Demonstration: Shows the product in use and focuses on its performance. Many B2B communications use demonstration ads; they are also common in salesforce materials.

- Comparative: Makes a direct comparison to competitive products. Small market share firms often compare their products to the leader, so as to enter the customer's consideration set, like "We try harder" (Avis) and the "Pepsi Challenge."8

- One-sided and Two-sided. One-sided advertising focuses only on the product's positive attributes; two-sided advertising presents both positive and negative messages.

- Refutational. A special case of two-sided advertising that explicitly mentions competitors' claims, but then directly refutes them.
Primacy or recency. Research shows that items at the beginning of a message, primacy, and at the end, recency, are more effective than those in the middle.9 When the audience is less interested in a product, or has an unfavorable prior impression, primacy advertising is generally more effective in gaining attention or minimizing objections. When the audience is initially favorable, and disinterest or objections need not be overcome, recency advertising generally reinforces a favorable product impression.

Emotional Style Advertising approaches to the emotions of people and that includes:

- Humor-based. Humor is widespread in advertising but should be used carefully. It helps create awareness, sets a positive tone, and enhances memory, but if improperly crafted may distract from the core message. The result: The audience remembers the ad, but not the product. Worse, the audience may mis-index; it links the humor with a competitive product. Further downsides are that humor comes in many shapes and sizes and can be tedious if not varied; also, humor for one person may be unfunny to another.

- Fear-based. Fear appeals create anxiety; behaving as the advertising suggests ...